AIRLINES’ COMPETITIVE POSITIONING USING MULTIPLE CORRESPONDENCE CLUSTER ANALYSIS Chieh-Hua WEN Professor Department of Transportation Technology and Management Feng Chia University 100 Wenhwa Road, Seatwen, Taichung 40724, Taiwan Phone: +886-4-24517250 ext. 4679 Fax: +886-4-24520678 E-mail:
[email protected] Wei-Ying CHEN Graduate Student Institute of Traffic and Transportation National Chiao Tung University 4F, 114 Chung Hsiao W. Road, Sec. 1, Taipei 10012, Taiwan E-mail:
[email protected] ABSTRACT The recent recession of the world economy has substantially decreased the number of international air travellers and has forced many airline companies to cease business operations. Airline companies can use market positioning to identify major strengths and weaknesses within their services. This paper integrates multiple correspondence analysis with cluster analysis to study airline positioning. The multiple correspondence analysis illustrates the relative positions of airlines, service attributes, and travellers’ characteristics in a perceptual map. The cluster analysis clearly identifies groups of airlines that compete on particular service attributes associated with these groups. This study empirically examines the international airlines serving the Taipei-Tokyo and Taipei-Osaka routes and collects data from air travellers with diverse cultural backgrounds. The competitive positions of five airlines can be shown on a two-dimensional map. Two Japanese carriers, Japan Asia and Air Nippon Airways, are close to each other on the perceptual map; these companies mostly attract Japanese, male, high-income, and business travellers. Another pair of competitors includes Eva and Cathay Pacific Airways; most of their customers are Taiwanese, female, middle- income, and non-business travellers. China Airlines has a unique position on the map, because it has set a lower ticket price than other airlines; its core customers are low-income travellers.